The Identity

Neem

Neem was born out of a simple urge to serve better chai to the world. We started off by creating recipes that use the best ingredients that you can find. Many iterations and taste tests later, we were successful in creating two delicious chai recipes: Cardamom Chai and Ginger Chai. We're now working on expanding our menu to include Mango Lassi, Masala Lemonade and more!

The most exciting part of this project has been working on the branding and the visuals for Neem.

The Identity

The Identity

Once I had figured out the logistics of operating the business, I wanted to start working on converting the concept into something more concrete. The first step was to create an identity that would help establish Neem as a concrete brand. I wanted to create something that combined Eastern and Western aesthetics while still looking bright and fresh. These goals were in line with who my target audience is - folks who live in San Francisco but crave something exotic and delicious every so often.

The logo that I settled on has a bit of an Indian flare paired with bold, modern type to compliment the hindi script above it. The color palette that I chose helps bring in some brightness to the mark. 

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The moodboard

The moodboard

I like to create a moodboard for every branding project that I work on to nail down the essence of the brand using just a few images. This moodboard defined the direction for the elements that followed.

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 As I started to apply the logo to some of the main pieces, like our cups, I realized that it's imperative that we keep the artisanal, hand-done feel of the brand to stay true to the bigger vision. I decided to hand stamp each cup and the results were better than I had hoped. My favorite part if the imperfections that come with stamping each cup individually.

As I started to apply the logo to some of the main pieces, like our cups, I realized that it's imperative that we keep the artisanal, hand-done feel of the brand to stay true to the bigger vision. I decided to hand stamp each cup and the results were better than I had hoped. My favorite part if the imperfections that come with stamping each cup individually.

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 👆🏽 The entire set up for a 'Chai Social' event at Instacart HQ in San Francisco.

👆🏽 The entire set up for a 'Chai Social' event at Instacart HQ in San Francisco.